All posts tagged UBS ad campaign

In its first advertising campaign in over three years, Swiss banking giant UBS is eager to show it is firmly back in the driver’s seat, even if part of its game plan harks back to Chief Executive Oswald Gruebel’s time running hometown rival Credit Suisse.

UBS is splashing out to sponsor Formula 1 racing, and Sunday launched a quietly confident new advertising campaign aimed at mending fences, particularly with the wealthiest of its clients. Gruebel is visibly proud: in a personal message taped for UBS staff he spoke of the “we will not rest” ad campaign, with more than a hint of nostalgia on his past 18 months as CEO:

Gruebel, who turns 67 later this year, said:

“I knew it was going to be difficult, but now looking back at the past years, I think to myself, ‘look at what we have already achieved.’ And believe it or not, that gave me all the confidence I needed to set the goal even higher.”

In linking UBS to flashy Formula 1 racing, Gruebel is using a blueprint from his days at Credit Suisse, where he oversaw the bank’s backing of Formula One team BMW Sauber.

UBS’s timing in exuding more confidence after months on the defensive is good…